Özet:

 This study was aimed to use the Analytic Hierarchy Process (AHP) one of the multi-objective decision-making methods for determining the consumer’s meat consumption habits and preferences. The main population of the study was limited to Erciyes University’s academic staffs who are expert in the food or related field in order to reflect more realistic scientific approach to the meat consumption habits and preferences. The surveys were applied to totally 92 expert people. In applied AHP, it was defined four criteria and five options which may affect the meat choice of consumers. Criteria of the study are; “health, taste, nutritional value and price” and options are; “beef, lamb, chicken, turkey meat and fish”. As a result of AHP analysis, the relative importance values of criteria were calculated from weights of pair wise comparisons. The highest preferred meat type was determined as health criterion (52.42%). The following criteria were a nutritional value (24.04%) and taste (18.08%). The lowest preferred criterion was determined as price (5.45%). Evaluating the preferences level of meat type according to criteria, fish was the highest preferred meat type for 3 criteria (Health, Taste and Nutritional value; respectively 55.40%, 39.83% and 32.74% of preferred rates). The chicken meat was preferred as first (39.70% of preferred rate) in terms of price criterion. The results of this study showed that conscious academic consumers were given high priority, especially to health criterion. Price was the least effective criterion for choosing the meat type. While the priorities and weights of ratings were taken into account, fish was determined as the most preferred meat type. The chicken meat was most preferred particularly due to price. Lamb and beef meat were determined as tastier.

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